|題名: ||醫學美容中心服務品質對消費者體驗價值及再購意願的影響 : 以不同世代為調節效果|
|其他題名: ||The study of the relationships among service quality, experiential value, repurchase intention on medical cosmetology clinic customers : the moderating effect of different generations|
|作者: ||陳泓賓;Chen, Hung-Pin|
廖述賢;吳啟絹;Liao, Shi-Hsien;Wu, Chi-Chuan
|關鍵詞: ||服務品質;體驗價值;再購意願;醫學美容中心;結構方程模式;Service Quality;Experiential Value;Repurchase Intention;Medical Cosmetology;Structural equation model|
|上傳時間: ||2013-04-13 11:18:36 (UTC+8)|
With the flourishing development of medical technology, it not only improves the standard of living but also applies massively in the field of medical cosmetology. This has accomplished the dream of permanent youth and crossed the limitation of races, gender, and age. Therefore, the concept of medical cosmetology is gradually accepted and identified by the public. Many documents and researches have showcased the intimate relationships between service quality and experiential value. Except the purpose of attracting new customers, the most important part is how to gain the re-purchasing intention.
Hence, this research is mainly investigating the relations between service quality, experiential value, and re-purchasing intention by studying the attitude of different generations and retrieving 350 valid questionnaires which are based on the medical cosmetology clinic as matrix. Through the structural equation model (SEM), we turn the influences among service quality, experiential value, and the re-purchasing intention into experimental analysis and obtain below conclusions: The service quality will have positive and obvious influence upon re-purchasing intention by the experiential value which plays partial roles of intermediary effect. Through multi-group analysis, we find generation has the moderating effect on the relationships among service quality, experiential value, and re-purchase intention; that is, Generation X has the enhancing effect on the relationship between service quality and experiential value, and Generation Y has the enhancing effect on the relationship between experiential value and re-purchase intention.